The Total Assets Of The Central Enterprises Have Reached 7 Trillion And 980 Billion, And The Soft Power Has Yet To Be Improved.

Song Wenhui diagram

"At present, there are more than 11000 overseas units of central enterprises, with a total assets of 7 trillion and 980 billion yuan, operating income of 5 trillion and 700 billion yuan, and foreign staff accounts for more than 85%, of which more than 380 thousand Chinese employees." On December 3rd, Weng Jieming, deputy director of the SASAC of the State Council, revealed at the 2019 China enterprise overseas image summit forum that the central enterprises have undertaken 3428 major projects along the "one belt and one road" state, and have undertaken a large number of demonstrative and leading major projects and landmark projects in the fields of infrastructure construction, energy resources development and international production capacity cooperation.

What does not match the strength of Chinese enterprises is that Chinese enterprises have not enough power to speak in the international market, and their soft power is not strong enough to become a short board for the internationalization of Chinese enterprises.

"We must take the initiative to join the host country's development strategy, contribute to local development, and firmly establish the concept of win-win cooperation." Long Guoqiang, deputy director of the development research center of the State Council, said in an interview with the economic news reporters in twenty-first Century that enterprises should learn to tell different stories in different regions. Before spreading a good story, we must keep the bottom line well, and long Guoqiang specially reminded Chinese enterprises to pay attention to compliance issues overseas.

Chinese enterprises to upgrade their overseas image

Enterprises are an important carrier of the national economy, diplomacy and culture going out. With the steady progress of "one belt and one road" and the accelerated pace of Chinese enterprises going abroad, the problem of overseas image of Chinese enterprises is becoming more and more important.

Zhang Yanbin, director general of the Propaganda Department of the Propaganda Department of the Central Propaganda Department, said that the Chinese enterprises in the outside world still had the phenomenon of mismatch in reputation and contribution. On the one hand, Chinese enterprises' image consciousness and brand awareness were not strong enough. They were not enough to propagate themselves and to pack themselves. On the other hand, some countries pretended to stigmatise Chinese enterprises and discredit the image of China.

The contemporary China and World Research Institute joint Kayu group and China News Agency annually monitor and evaluate the overseas image of Chinese enterprises in different regions. Yu Yunquan, President of the contemporary China and World Research Institute, reviewed the overseas image of Chinese enterprises in different regions in the past three years, and found that the value increased steadily. In 2017, when the ASEAN region was 5 full marks, Chinese enterprises scored 3.15 points. In 2018, Africa scored 3.46 points, and 3.77 points in Latin America. Yu Yunquan said.

Weng Jie Ming said that in the fortune five hundred list in 2019, the number of Chinese enterprises was 129, compared with 9 in 2018, but overall speaking, Chinese enterprises have not enough power to speak in the international market, the soft power of enterprises is not strong enough, and there is a lack of first-class brands that match the strength of the world, which has become a short board for the development of enterprises' internationalization.

"Enhancing the overseas image of Chinese enterprises is of great significance." Long Guoqiang believes that from a macro level, the overseas image of Chinese enterprises is directly related to China's national image. If China's economic strength was relatively weak before, the international community knew that China might understand through some news events, news media reports and Chinese cultural dissemination. Now, with China's rapid rise as a world-class economic and trade power, great changes have taken place in the world's understanding of China, and Chinese goods and services have penetrated into every corner of the world. Chinese enterprises have quickly become the second largest foreign investment countries in the world, and the stock of investment is also the second largest in the world. Almost all countries and regions in the five continents of the world can see the shape of Chinese enterprises.

Against such a background, for the international community, the perception of China is different from that of the past. It is more direct perception of China from Chinese products, Chinese services and Chinese corporate behavior. Therefore, long Guo believes that the image of Chinese enterprises will directly affect the world's perception of China, and will affect the image of China's national image, which will further affect the economic and trade policies and even foreign policies of these countries.

At the micro level, the overseas image of Chinese enterprises is related to the environment of their own operation overseas. If the corporate image is good, wherever they go, they will be welcomed, and many procedures will be simplified. Conversely, if there are individual businesses in some places that cause the image of Chinese enterprises to be harmed, the host country may give extra attention to Chinese enterprises and increase the losses of Chinese enterprises.

Urgent need to enhance soft power

At this stage, how should Chinese enterprises enhance their image overseas?

Long Guoqiang pointed out that we should take the initiative to join the host country's development strategy and contribute to local development. In fact, many countries in the history are very vigilant against overseas investment, including China. Nowadays, many countries believe that foreign investors, especially multinational companies, are looting the resources of host countries, attacking the host country's market, polluting the host country's environment and so on. To reverse this concept, it is necessary for transnational investors to make great adjustments themselves. They can not take full account of their own commercial interests without taking into account the interests of host countries. They must consider more ways to achieve win-win cooperation with host countries and have long-term commitment to them. Therefore, long Guoqiang told reporters that Chinese enterprises must integrate their business interests with host country's development strategy through foreign investment or other ways to enter other countries. We need to study what exactly the host country needs and different countries have different needs. Chinese enterprises need to prescribe the right medicine.

In addition, Chinese enterprises need to firmly establish the concept of cooperation and win-win. To avoid Chinese enterprises fighting, after all, Chinese enterprises will become the second largest investment enterprises in the world. Good projects are likely to be chased for grabbing, or desperately discounted. We must pay attention to coordination and win-win cooperation. Long Guoqiang believes that Japanese experience is worthy of reference. Because Japanese companies are very effective in coordination when they go out and do not compete themselves.

Long Guoqiang suggests that Chinese enterprises should strengthen overseas cooperation with third party state enterprises. After all, many other multinational corporations and financial institutions in other countries abroad have much more experience in transnational operation than in Chinese enterprises, such as Africa, except local banks. Transnational financial institutions such as Standard Chartered Bank have been deeply rooted in the region for many years. They can learn from their experiences and develop international operations smoothly.

But a more important point is compliance management, said long Guoqiang. Chinese enterprises are deeply influenced by the way of operation of Chinese enterprises in the way of going abroad, and the sense of compliance is not enough. "Many domestic enterprises said I saw the yellow light rush to run, and saw the red light running around." In China, these edge ball activities can be nourishing, but in overseas markets, they are a great risk.

The US sanctions some Chinese funded enterprises, which is a loophole in the compliance of enterprises. "Therefore, compliance is the bottom line. Doing a good job in compliance management is a matter for Chinese enterprises to enhance their image in the future." Long Guoqiang thought that from the concept to the internal mechanism, system and personnel construction of enterprises, we should make preparations for compliance management. If a company has a problem of compliance management, it will not only affect the enterprise itself, but also implicate many enterprise standards. If Chinese enterprises fail to comply with the labor standards, they will generalize the influence of every Chinese enterprise and national image going out.

In addition to good ideas and basic work, the overseas image of Chinese enterprises can also be spread well. Long Guoqiang thought that we should talk more about common aspects in shaping the image of enterprises, but we should enlarge the uniqueness of our enterprises when we spread them. In addition, friends should also take the initiative to work with local media think tanks. We need to take the initiative to communicate with local media and local think tanks, so that they can truly understand Chinese enterprises and understand Chinese enterprises.